A bit of marketing could have been a big, easy and relatively cheap win for us over the last 10 years, but for some bizarre reason Ellis maintained a strategy of talking us down.
It was probably some flawed logic around the benefits of lowering our expectations and reputation, such as:
1 - Spend less on players
2 - Lower quality players = lower wages
3 - We'd be grateful for any small victory
4 - He could tell us which players he was after to sell a few extra season tickets, safe in the knowledge that they would turn us down